a single source, nothing corroborates it

Order the tiers so the mix moves up

Where the packages sit on the page and how loud each buy button looks decide which one sells, more than the prices do. Leading with the most expensive option and itemising everything inside it shifted revenue upward, while giving one tier the visual weight made that tier lead the day.

The method

1. 01

   Reorder the sales page so the most expensive package is presented first and itemise everything it contains with images, and the purchase mix shifts up

2. 02

   Design the sales page so the middle package's buy button is visually the loudest, and that tier will lead sales.

3. 03

   Push buyers toward the middle package with visual weight on its buy button.

What it returned

• 32%

  Middle-tier share of copies fell from 32% to 23% while the top tier rose from 21% to 27%; the $199 package took 63% of revenue on 27% of sales

• The middle package (the cheapest one including videos) sold best through most of launch day before base-package sales picked up late

• The middle package's button was orange with other design cues pointing at it

Sources

• $26,679 in 24 hours: Stats from my latest book launchNathan Barry · nathanbarry.com · The middle package · 2012-12-21
• What I learned selling $6,000+ of my ebook today.Nathan Barry · nathanbarry.com · The Sales · 2012-09-04
• How Nathan Barry and Sacha Greif Sold $39k Worth of eBooksNathan Barry · nathanbarry.com · Pricing Strategy · 2012-10-03